Gartner Research

L2 Video: Indie Index — Em Cosmetics

Published: 05 July 2017

ID: G00362270

Analyst(s): L2 Beauty Team


Why did Em Cosmetics underperform when owned by L'Oréal and succeed after founder Michelle Phan repurchased the company? L2 VP of beauty, Mabel McLean, identifies strategies that helped revive the company: a pared-down assortment, updated pricing, sophisticated online merchandising and cultivating a network of influencers.

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